The ad shows a dilemma in the Amazon office where Alexa has lost her voice. Real-life Amazon CEO Jeff Bezos appears in the short to save the day, lending his voice to the smart home speaker. Celebrities Gordon Ramsay, Rebel Wilson, Anthony Hopkins, and of course, Cardi B all offer their voices, as well.
Each celeb exemplifies their personal style in the ad, with Gordon Ramsay yelling about a grilled cheese sandwich and Anthony Hopkins acting like his creepy/calm/menacing self. But Twitter is mostly freaking out over Cardi B, who appears in a lavish apartment doing the voice-over for Alexa.
Amazon is smart because they knew you blind sheep would eat up that Cardi B commercial because you all somehow find her shtick (that's exactly what it is) funny. Couldn't be me. (She's got a few bangers, though.)— Heat Rock (@JohnnyHeatrock) February 1, 2018
The 25-year-old singer has that signature Bronx accent, and she often uses the phrase, “Okkur!” in a way that only she can.
Amazon teased consumers with a short video of Cardi B opening up a pair of Alexa headphones before they released the actual 90-second ad.
Some Twitter users speculated the company was onto something with the glowing headsets Amazon has the celebs wearing in the ad, but the company responded in an update to GeekWire that the tech gear was just a prop.
Amazon is shelling out major cash for advertising during the Super Bowl this year, running the Alexa ad along with another 30-second ad for a total price tag of over $25 million, according to calculations by Quartz.
The company’s smart speaker intelligence software devices are competing with Apple HomePod and Google Home, which could be why the company is using hot stars like Cardi B and prime-time television to grab consumers’ attention.
Some Twitter users threw out names of characters with other notable voices they wish had been featured in the video.
Yoda.— Captain Twy #bel (@azerty15) January 29, 2018
Goodmorning it is, opening the curtains i will.
plz amazon, make this happen.
Christopher Walken— Michelle (@cloverjag) January 29, 2018
Morgan Freeman will be featured in another Super Bowl commercial, along with Matt Damon, Tiffany Haddish, Bill Hader, and Danny Devito, according to NJ.com.
The Alexa ad will appear during the game on Sunday, which begins 6:30pm ET on NBC.
Amazon is right about one thing—Twitter can’t get enough of Cardi B, or as she now refers to herself, Balexa.